It was just a throw away name to stake the claim that they were "edgy" in their product. Stern was thought to be the one riding that line the most so his name was included. I think that was about as far as they thought to take it (which seemed to be a theme throughout that period in time with the WWF)

So if I understood this right, it was to prove that they are edgier than the main stream media celebrities?

The mere fact that "kiss of the year" is even a thing, spells out more about what's wrong with WWE and wrestling than anything I could ever, ever say. The fact that AJ is involved in all of them solidifies my opinion of her.